Bookcover of Theoretical and Contextual Nuances in Inoculation Theory
Booktitle:

Theoretical and Contextual Nuances in Inoculation Theory

In Defense of the Country of Origin Image

VDM Verlag Dr. Müller (2009-07-10 )

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ISBN-13:

978-3-639-17865-4

ISBN-10:
3639178653
EAN:
9783639178654
Book language:
English
Blurb/Shorttext:
This investigation tested the ability of different resistance strategies to protect the positive COO image attributed to products in the face of singe and multiple competitor attacks. The results illustrate the superiority of refutational over supportive and restoration messages in protecting the positive COO image when facing single or multiple attacks. Also, the results indicate that refutational defenses, in which the message content (affective, cognitive or combined) is matched with the base of the attitude (affective or cognitive), provide best protection against combined competitor attacks (affective and cognitive). Combined refutational defenses work better than mismatching refutational defenses, but not as well as matching refutational defenses. However, when facing multiple attacks, matching and combined refutational defenses work equally well and better than mismatching refutational defenses.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Bobi Ivanov
Number of pages:
108
Published on:
2009-07-10
Stock:
Available
Category:
General Social sciences
Price:
49.00 €
Keywords:
inoculation theory, country of origin, matched and mismatched messages

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